For every exhibition there will be a variety of marketing strategies that you can use to
promote your stand, brand, business, services, products and expertise. The key to successful promotion is to use the right combination of strategies.
First you will need to know what your objectives are for exhibiting at the trade show in order to determine which forms of marketing suit your promotion. To get any attendee to your stand they need to perceive value, have an experience, or learn in some way. You will need to make sure you have a targeted and up‐to‐date database of contacts.
Traditional Marketing Media
Traditional marketing can include:
Press releases and invitations of journalists to a press conference or briefing at the
Personal invitations to hospitality events or face‐to‐face meetings offered in
advance. You will need to offer them something of value like access to decision
makers and your top management.Invitations including hardcopies of the trade show registration giving an indication
of why they should visit your stand.
Database mailshots with phone follow‐up.
Promotion of a contest or prize draw they can enter or giveaways they can collect
on the stand.
Newsletter to current clients and prospects telling them what you will be doing at
the show and what you will be demonstrating. This can promote any speaking
opportunities you have as well as use competitions and giveaways, and it can
describe the hospitality you’ll offer on the stand.
Business introducers, using face‐to‐face communication to promote your attendance
at a trade show. Make sure all employees are promoting the exhibition at every
opportunity when talking to clients, prospects and third parties.
General correspondence – make sure your exhibition at the trade show is mentioned
in some shape or form on all correspondence that leaves the office, such as fax
headers, note pads, and compliment slips. Create leaflets to include in any
correspondence you send out. You can also use giveaways to promote the event.
SMS messaging. Short texts are great way of reminding attendees of the event, and
sending updates to them about what is happening.
On‐line and Social Media
Many of the above‐mentioned traditional forms of marketing can be done using email
Email campaign. This is an excellent way to market your event if you already have
permission to contact the customer or prospect. Often the collection of contact
details through the website for newsletters can be excellent for sending electronic
invitations. The exhibition can be promoted on every email sent from the office with
an additional line on the signature, specifying the stand location and number.
The company website. This can be used to promote all your events on your
corporate website under a specific tab heading of events.
LinkedIn, Facebook, Blogs and YouTube. All of the social media platforms your
company use should promote your exhibition details in advance, especially if you can
engage with potential prospects before the event.
Twitter used in combination with links to your website can be powerful in making
information about your show available to real and potential attendees in an easy‐to read
steady stream. This method is a great vehicle for generating buzz about your
conference.You will need to choose a great hashtag. A hashtag can be included in the
body of each tweet and is a short phrase preceded by a hash (#) symbol. By making a hashtag that is short and easy, other tweets can reference your conference using the tag.
- Mention your hashtag far in advance of the conference and include in all
your related publicity – don’t wait until the day the event starts!
- Tweet white papers, videos, and presentations, as attachments. These can
be teasers for your trade show appearance or even a reminder of your
- A great time to send tweets promoting your appearance is a few weeks
before the trade show. You can offer teaser photos of a new product
appearing at the trade show or announce the details of an executive who
will be a keynote speaker.
- Include hashtag in all print and digital material.
- Make sure your Twitter profile has the full name, date, location of your
conference and a pitch about the conference.
- Encourage your sponsors, exhibitors and speakers to include your hashtag in
all their conference‐related postings.
Mobile Apps ‐The need for mobile trade show apps is greater than ever. Trade shows
are all about showcasing products or services in a short amount of time. You need to
let attendees know about a special discount, or send out a push notification within
seconds. There are a variety of developers of mobile apps such as CrowdCompass.
- A mobile trade show app means faster and more efficient marketing. It
means measurable results for your exhibitors and sponsors.
- Mobile trade show apps also give exhibitors and sponsors more
opportunities to make stronger connections with existing customers and
reach out to new ones. It is one way to drive interaction and engagement
between the company and attendees.
- A mobile trade show app helps you think outside the booth to improve the
overall event experience and stay ahead of the competition. These apps can
be created for most smart devices such as Android, iPhone, and iPad.
As mentioned before you need to use the best method of promoting your trade show
attendance to your market and potential customers. The main point is to make your
attendance known so that those coming to the show know of your presence and want to visit your stand. It does not matter how good your stand and products are if you don’t get footfall and generate leads to your products.